To successfully introduce blockchain-enabled booking platforms in the tourism and hospitality industry, providers need to understand their target audiences. We present the results of a survey of 505 US consumers who, in a simulated hotel booking scenario for a leisure trip, picked between traditional Online Travel Agencies (OTA) and a blockchain-enabled booking app with varying degrees of services, discounts, and brand recognition. We find that blockchain-enabled booking apps that meet the following three conditions could attract up to half of the market: (1) offer discounts over OTAs, (2) provide services which go beyond mere booking, and (3) have well-known brand names. In a series of three nested logistic regressions, we investigate the impact of demographic, psychographic, and service-related traveler characteristics. We find that early adopters of blockchain-enabled hotel booking platforms will be young and highly educated. Potential cost savings over OTAs will also attract travelers with lower incomes and from larger households. Other traveler characteristics that facilitate adoption include a high preparedness to take risks, high IT innovativeness, prior familiarity with blockchain technology, and, mediated through IT innovativeness, a high Generalized Sense of Power. Male travelers are more likely than female travelers to be early adopters due to their higher familiarity with blockchain technology.

为了在旅游和酒店业成功引入支持区块链的预订平台，供应商需要了解他们的目标受众。我们展示了一项对 505 名美国消费者的调查结果，他们在模拟休闲旅行的酒店预订场景中，在传统在线旅行社 (OTA) 和支持区块链的预订应用程序之间进行选择，提供不同程度的服务、折扣和品牌认出。我们发现，满足以下三个条件的区块链预订应用可以吸引多达一半的市场：(1) 提供比 OTA 更大的折扣，(2) 提供超越单纯预订的服务，以及 (3) 拥有知名度品牌名称。在一系列三个嵌套逻辑回归中，我们调查了人口、心理和与服务相关的旅行者特征的影响。我们发现支持区块链的酒店预订平台的早期采用者将是年轻且受过高等教育的人。与 OTA 相比，潜在的成本节约也将吸引收入较低且家庭较多的旅客。促进采用的其他旅行者特征包括高度准备承担风险、高度 IT 创新、对区块链技术的先前熟悉，以及通过 IT 创新来调节的高度广义权力感。由于对区块链技术的熟悉程度较高，男性旅行者比女性旅行者更有可能成为早期采用者。促进采用的其他旅行者特征包括高度准备承担风险、高度 IT 创新、对区块链技术的先前熟悉，以及通过 IT 创新来调节的高度广义权力感。由于对区块链技术的熟悉程度较高，男性旅行者比女性旅行者更有可能成为早期采用者。促进采用的其他旅行者特征包括高度准备承担风险、高度 IT 创新、对区块链技术的先前熟悉，以及通过 IT 创新来调节的高度广义权力感。由于对区块链技术的熟悉程度较高，男性旅行者比女性旅行者更有可能成为早期采用者。